The packaging refresh aims to emphasise the cider’s “premium positioning” and to make it stand out among the competition.
“Old Rascal has been part of our portfolio for many years, and in many respects has been a hidden secret for too long,” said Martin Thatcher.
“This cider has a loyal following – it’s a full bodied, premium cider that sees the character of the bittersweet apples shine through with a flavour to savour, yet at 4.5% it’s a cider that’s suited to social occasions.”
The move will be supported with activity including a sampling campaign and PoS for pubs.
In November Thatchers announced it was to take its first foray into the managed pub sector.